E-commerce Food Purchases by Adult Women according to their Household Types

Yu-Jin Park; Yu-Mi Kim; Mi-Kyeong Choi

doi:10.5720/kjcn.2020.25.6.464

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E-commerce Food Purchases by Adult Women according to their Household Types: Yu-Jin Park, Yu-Mi Kim, Mi-Kyeong Choi; Korean Journal of Community Nutrition 2020;25(6):464-473.
DOI: https://doi.org/10.5720/kjcn.2020.25.6.464
Published online: December 31, 2020

¹Graduate student, Major in Nutrition Education, Graduate School of Education, Kongju National University, Yesan, Korea

²Graduate student, Division of Food Science, Kongju National University, Yesan, Korea

³Professor, Division of Food Science, Kongju National University, Yesan, Korea

Corresponding author: Mi-Kyeong Choi,
Email: mkchoi67@kongju.ac.kr

Received: 11 November 2020 • Revised: 8 December 2020 • Accepted: 9 December 2020

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Abstract

Objectives
The purpose of this study was to compare and analyze e-commerce food purchase behavior and the perceptions of adult women according to their household types. Methods: The e-commerce food purchases of 318 adult women were surveyed and analyzed according to their household types (one-person or couple household (OCH); a household with children (HC); a household with parents (HP)). Results: The total amount of food purchases over 6 months through e-commerce according to household types was in the descending order of OCH (60.3%), HC (57%), and HP (55.1%) thus showing a significant difference (P < 0.05) in behavior between household types. The reasons for purchasing food through e-commerce included: a lower price than offline (30.8%), convenient delivery and transportation (30.2%), and food diversity (21.1%). When purchasing food online, the most important factor was price and quality, followed by quick and accurate delivery for OCH, exact information given about the product for HC, and recommendation from other consumers for HP (P < 0.01). The main foods purchased through e-commerce were coffee, tea (42.1%), instant and frozen foods (39.9%), water, beverages, dairy products (37.7%), snacks, bread, rice cakes (31.5%), and functional foods (27.4%). The percentage of respondents who were very satisfied or satisfied with their ecommerce food purchases was HP (84.1%), OCH (69.9%), and HC (65.6%) in that order (P < 0.05), and 96.5% of all subjects stated that they would be willing to purchase food through e-commerce in the future. The advantages of purchasing food through e-commerce were seen to be the highest in order and payment convenience with 4.1 points out of 5, followed by low price (4.0), variety of products (3.9), and ease of food purchase (3.9).Among the disadvantages listed, concerns about product damage and deterioration during delivery and differences between the displayed product and the delivered product were the highest with 3.7 points. Conclusions: The characteristics and perceptions of female consumers according to household types are important factors in enhancing the reach of e-commerce, and in preparing guidelines for food selection through e-commerce.

Keywords: e-commerce; food purchase; household type; adult women

Korean J Community Nutr. 2020 Dec;25(6):464-473. Korean.
Published online Dec 31, 2020.
https://doi.org/10.5720/kjcn.2020.25.6.464

Original Article

E-commerce Food Purchases by Adult Women according to their Household Types

Yu-Jin Park

,¹ Yu-Mi Kim

,² and Mi-Kyeong Choi

Author information

Author notes

- ¹Graduate student, Major in Nutrition Education, Graduate School of Education, Kongju National University, Yesan, Korea.
- ²Graduate student, Division of Food Science, Kongju National University, Yesan, Korea.
- ³Professor, Division of Food Science, Kongju National University, Yesan, Korea.
Corresponding author: Mi-Kyeong Choi. Division of Food Science, Kongju National University, Yesan 32439, Korea. Tel: (041) 330-1462, Fax: (041) 330-1469, Email: mkchoi67@kongju.ac.kr

Received November 11, 2020; Revised December 08, 2020; Accepted December 09, 2020.

This is an Open-Access article distributed under the terms of the Creative Commons Attribution Non-Commercial License (http://creativecommons.org/licenses/by-nc/3.0/) which permits unrestricted non-commercial use, distribution, and reproduction in any medium, provided the original work is properly cited.

Abstract

Objectives

The purpose of this study was to compare and analyze e-commerce food purchase behavior and the perceptions of adult women according to their household types.

Methods

The e-commerce food purchases of 318 adult women were surveyed and analyzed according to their household types (one-person or couple household (OCH); a household with children (HC); a household with parents (HP)).

Results

The total amount of food purchases over 6 months through e-commerce according to household types was in the descending order of OCH (60.3%), HC (57%), and HP (55.1%) thus showing a significant difference (P < 0.05) in behavior between household types. The reasons for purchasing food through e-commerce included: a lower price than offline (30.8%), convenient delivery and transportation (30.2%), and food diversity (21.1%). When purchasing food online, the most important factor was price and quality, followed by quick and accurate delivery for OCH, exact information given about the product for HC, and recommendation from other consumers for HP (P < 0.01). The main foods purchased through e-commerce were coffee, tea (42.1%), instant and frozen foods (39.9%), water, beverages, dairy products (37.7%), snacks, bread, rice cakes (31.5%), and functional foods (27.4%). The percentage of respondents who were very satisfied or satisfied with their e-commerce food purchases was HP (84.1%), OCH (69.9%), and HC (65.6%) in that order (P < 0.05), and 96.5% of all subjects stated that they would be willing to purchase food through e-commerce in the future. The advantages of purchasing food through e-commerce were seen to be the highest in order and payment convenience with 4.1 points out of 5, followed by low price (4.0), variety of products (3.9), and ease of food purchase (3.9). Among the disadvantages listed, concerns about product damage and deterioration during delivery and differences between the displayed product and the delivered product were the highest with 3.7 points.

Conclusions

The characteristics and perceptions of female consumers according to household types are important factors in enhancing the reach of e-commerce, and in preparing guidelines for food selection through e-commerce.

Keywords

e-commerce; food purchase; household type; adult women

Tables

Table 1
General characteristics of the subjects according to household types

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Table 2
Food purchase attitude in e-commerce according to household types

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Table 3
Experience of food purchase in e-commerce according to household types

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Table 4
Food purchase satisfaction in e-commerce according to household types

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Table 5
Perception on advantages of food purchase in e-commerce according to household types

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Table 6
Perception on disadvantages of food purchase in e-commerce according to household types

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Acknowledgments

This paper is part of the master's degree research.

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